If you want to attract and retain high-end clients who are going to see the value in your business and are willing to pay well for it, you will have to make a conscious effort to attract them. If you follow these 5 simple strategies, you’ll find that you will attract them more readily.
1. What you have to offer is valuable. Charge accordingly. Most high-value, high net worth clients simply won’t trust your product or service if it’s cheap. Like the old saying goes, you get what you pay for. If your price doesn’t reflect the value you are delivering, it can also give the impression that you don’t think much of what you have to offer. Good things might go on sale here and there, but great is never on sale. When was the last time you saw a sale on Ferraris, or thoroughbred race horses? If your objective is to provide a product or service that is exceptional, let that be reflected in your price.
2. Create an attraction marketing device that represents a significant value in your field. You’ll build a good subscriber list when you can offer something for free that your ideal prospect would consider to be priceless. For example, I frequently offer a LIVE webinar in which I share a dozen strategies for effective marketing, or the communication techniques I use in first contact situations which have brought me my largest clients. Offer something useful, powerful, and which can be implemented immediately, and you will attract premium clients. High-end clients aren’t looking for cheap freebies, they’re looking for evidence that you can deliver value.
3. Provide an elite customer experience. One of the biggest reasons that many entrepreneurs fail to connect with high-end clients is that they’re so busy that they take hours or days to follow u with them. If you’re doing that now, stop it! You should have systems in place to give you the freedom to get on the phone with your high-end prospects immediately. I’ll answer my phone even when I’m in a sales meeting. I hold up one hand and say ‘I have to take this.’ I let the caller know that I’m in a meeting, but I felt it was important to take their call, and then ask if I can call them back after the meeting. This takes 10-15 seconds. Then i say to the prospect, “I always takes my client’s calls. If you were my client, and you called me during a meeting, I’d do the same.” Contrary to conventional wisdom, this will go a long way to enhance your credibility, as long as you aren’t rude. It also ensures that you can always strike while the iron is hot. High-end clients not only hate waiting, they will seek someone who won’t make them wait if you do.
By the same token, ALWAYS keep your word. So many people are careless in their planning and have so much trouble delivering when and how they’ve promised that making sure that you always do what you’ve said you’d do will elevate you above the majority of your potential competitors.
Study the common mistakes and shortcomings which occur in your field and be systematic in avoiding them. We all make mistakes, but it’s usually not difficult to avoid the most common ones. High-end clients often have little patience for mistakes, especially common, easily avoidable ones. It’s harder to sell an uncommon price when your mistakes identify your business as anything but uncommon. If you do happen to make a mistake, own up to it and be quick to over-deliver on the solution to it.
4. Be mindful of your branding. High-end clients tend to be very branding-conscious. For example, the Ford Expedition and the Lincoln Navigator are essentially the same car: they share the same chassis, engine, and have most of their parts in common. The key difference is the branding, and people are willing to pay significantly more for that difference. The Volkswagen Touareg and the Porsche Cayenne are built on the same platform, and share many of the same parts, but the Porsche brand commands a higher price. Is it faster? Yes. However, when you consider the fact that making full use of the difference in engine power will get you plenty of speeding tickets (or get you arrested in Canada), the principal reason a buyer will choose the Cayenne is because it’s a Porsche.
If you’re just starting out, you may not have the money to invest in a good branding expert. That’s fine. You don’t need to follow the branding strategies of big corporations. In fact, you shouldn’t. Most of them practice defensive branding, while an early-to-mid stage entrepreneur ought to focus on personal and behavioral branding. Build your image, and build your reputation through the
customer experience that you deliver, and once you’ve started to do that you can invest in a good branding expert.
5. Focus only on your ideal client. All of your marketing materials should be very clear about who your ideal client is. You want to make it easy for your ideal client to quickly recognize your product or services as an option for them, and at the same time you want to make sure that non-ideal clients know right away that your product or service isn’t for them. One of the biggest mistakes that entrepreneurs make is that they will wast a lot of time on clients which are low-value and high-maintenance. In my own experience as a consultant, high-end clients tend to recognize value more easily. The auto repair shop in need of a better payment processing solution would put me off for weeks on end, while an organization with a billion dollars a year in revenue would sit down with me for an hour and a half on the basis of a thirty second voicemail. Lesson learned. Now, bear in mind, this isn’t just about increasing your income, it’s also about making the best use of your time and expertise. You owe it to yourself and your clients to do everything you can to make sure that you place your focus on people who place a high value on what you have to offer. These are the people who will get the best results, because their level of commitment to your solutions is higher. Thus, dealing with them will be more rewarding, both personally and financially.
See also: Behavioral Branding